Question 1

Which of the following statements is NOT true of in-depth interviews?

Accepted Answer

In-depth interviews typically require a smaller sample size compared to surveys, as they seek to explore the thoughts and experiences of a select group of individuals in great detail.

Question 2

After defining the problems and objectives of his project, Marvin identifies the type of data needed.He then focuses on determining the type of research necessary to collect the data.Identify this step of the market research process.

Accepted Answer

This step is the design of the market research plan, where Marvin is determining the appropriate research methods to collect the necessary data. Defining the problem is the initial step of the market research process, collection of data and data analysis come after the research plan has been established, and presentation of an action plan is the final step.

Question 3

The research method that enables researchers to test their prediction or hypothesis is:

Accepted Answer

Quantitative research is the method that empirically tests and measures the prediction or hypothesis. This type of research collects and analyzes numerical data, making it possible to draw statistically significant conclusions. Other research methods, such as exploratory research, secondary research, in-depth interviews, and focus groups, are used to generate ideas or hypotheses rather than to test them.

Question 4

Which of the following statements is true of the effect of social media in market research?

Accepted Answer

Social media allows participants to give their opinions anonymously, which can lead to extreme or exaggerated responses that may not accurately reflect their true opinions. This can impact the validity of the research findings.

Question 5

Which of the following quantitative research methods involves collecting information by using a questionnaire?

Accepted Answer

Survey research involves collecting information by using a questionnaire. Panel research involves surveying the same group of people over a period of time, scanner research involves using electronic scanners to collect data on purchases, observational research involves observing and recording behavior, and focus groups involve a group discussion led by a moderator.

Question 6

A robotics company organizes a campaign for which it invites the CEOs of the top 10 snow-motorbike manufacturing companies to a discussion on how to streamline and increase efficiency of their manufacturing lines through the use of robots.The group emphasizes that by building a level of automation in the manufacturing process, there would be an improvement in the production quality and speed.The research method being employed by the group in this scenario is similar to which of the exploratory research methods mentioned in the image?

Accepted Answer

The scenario describes a group of CEOs being invited to a discussion on how to streamline and increase efficiency of their manufacturing lines through the use of robots. This is a classic example of a focus group, which is an exploratory research method that involves gathering a small group of people to discuss a specific topic or issue. The purpose of a focus group is to gather qualitative data by allowing the group to freely discuss and share their opinions, experiences, and ideas. In this case, the robotics company is using a focus group to learn about the needs and concerns of top snow-motorbike manufacturing companies and how robotics can be applied to their manufacturing lines.

Question 7

Jetson Motors, a car company that manufactures hatchback cars, wants to enter a developing market in which it has no previous experience selling cars. Its cars are hugely popular in its parent country and are known for their fuel economy and low maintenance. Jetson Motors employs a market research firm to conduct a survey to identify the requirements of a customer and also various other factors that influence the sales of hatchback cars. After the research firm submits the results, Jetson Motors introduces its cars to the new market. However, at the end of the year, the sales reports indicate that the sales of the new car did not match the sales of its main competitor, indicating that the result of the market research was misleading.
-Which of the following conclusions, if provided by the market research, would be a positive sign, meaning the company should invest in the new market?

Accepted Answer

The fact that the current cars in the target market are all sedans and have a high cost of ownership indicates that there may be a gap in the market for a hatchback car with low maintenance and fuel economy. This suggests that Jetson Motors could potentially succeed in this market with its offering.

Question 8

Which of the following acts implemented by the Canadian government governs the collection, use, disclosure, and retention of personal information by certain parts of the private sector?

Accepted Answer

The Personal Information Protection and Electronic Documents Act (PIPEDA) is a federal law that governs the collection, use, disclosure, and retention of personal information by certain parts of the private sector in Canada. The Privacy Act applies to the federal public sector, while the Embargo Act and the CAN-SPAM Act are not relevant to personal information protection in Canada. The Data Protection Act is a UK law that is not applicable in Canada.

Question 9

Clientel Inc., a marketing research firm, is conducting a market research for a beverage company.After reviewing the situation, Clientel decides that a statistical evaluation will yield the best results.Which step of the research process is Clientel Inc.in?

Accepted Answer

Clientel Inc. is in the process of analyzing the data, which is the fourth step in the research process.

Question 10

Which of the following statements best describes focus group interviews?

Accepted Answer

Focus group interviews are a qualitative research method used to gather data on consumer attitudes and preferences. They typically involve a small group (usually 6-10 people) who are asked open-ended questions about a specific topic. The interactions and discussions among the participants are recorded on videotape or audiotape for later analysis. This allows the researchers to gain deeper insights into the attitudes and preferences of the participants, as well as the reasons behind them.

Question 11

Donald is analyzing and interpreting data.In the process, he is converting the data into information.

Accepted Answer

Analyzing and interpreting data involves transforming raw data into meaningful information that can be used for decision making or gaining insights.

Question 12

The most important aspect of any market research project lies in:

Accepted Answer

Correctly defining a research problem is crucial as it sets the foundation for the entire research project. A well-defined research problem helps in determining the type of data needed, sources required to collect data, and analyzing the collected data, ultimately leading to the creation of a detailed action plan.

Question 13

Which of the following is an ethical practice in marketing research?

Accepted Answer

Prohibiting selling and fundraising under the guise of conducting research is an ethical practice in marketing research as it ensures that customers are not deceived or misled into participating in research studies or providing their personal information, which could be used for other purposes. This also safeguards the integrity of the research process.

Answer: E
 Ignoring parts of a study and presenting only the desired results in a report is unethical as it misrepresents the true findings and could mislead decisions made based on the research. It is important that all aspects of the study are presented accurately, even if the results are not favorable.

Therefore, the best answer is D.

Question 14

Which of the following research methods is informal and exploratory?

Accepted Answer

Qualitative research is an informal and exploratory research method that is conducted to obtain an in-depth understanding of a particular topic or phenomenon. It involves collecting data in a natural setting through various techniques such as interviews, observations, and focus groups. Experimental research, scanner research, panel research, and survey research are more structured and formal research methods that are often used to test specific hypotheses or collect quantitative data.

Question 15

If we assume that the research firm faltered in identifying the type of data required and determining the research method to obtain the data, the firm would have faltered in which step of the research process?

Accepted Answer

Designing the research project involves identifying the necessary data and determining the appropriate research method to obtain it. If the research firm faltered in these tasks, they would have faltered in this step of the research process.

Question 16

A leading cosmetics brand is planning to launch a new product in the market and is conducting market research to determine the demands and needs of customers.The next step that has to be taken by the firm after deciding on the objective of the research is to:

Accepted Answer

After determining the objective of the research, the next step is to determine the type of research necessary to collect appropriate data. This will help the firm to decide which method of research is suitable for their specific needs and can help them to gather relevant information about the market and what customers want.

Question 17

If we assume that the research firm failed to correctly interpret the data obtained from the research survey, then the firm would have failed to carry out which step of the research process?

Accepted Answer

Analyzing the data involves interpreting the collected data and drawing conclusions. If the research firm failed to correctly interpret the data, then they would have failed to carry out this step effectively. Collecting the data involves gathering the information, designing the project involves planning and structuring the research, defining the research problem involves identifying the issue and scope of the study, and presenting the action plan involves outlining the recommendations based on the research findings.

Question 18

A marketing research report is effective when it is short, precise, and free of errors.

Accepted Answer

A marketing research report should be concise, clear, and error-free so that it can be easily understood by stakeholders and decision-makers. A long and convoluted report can be confusing and fail to convey the necessary information effectively. Thus, a short and concise report is more effective in communicating insights and recommendations.

Question 19

The Canadian Marketing Association:

Accepted Answer

The answer of The Canadian Marketing Association:
...

Question 20

Which of the following exploratory research methods can be used to understand the differences between consumers when they shop in retail stores?

Accepted Answer

Observation allows researchers to directly observe and document the behaviors and actions of consumers in a retail store, providing insight into their shopping habits and differences among different groups of consumers. In-depth interviews and focus groups may not provide as comprehensive of an understanding of differences in consumer behavior in a retail store, and projective techniques may not be applicable in this context. Social media may provide insights into consumer behavior outside of the retail store environment.

Quiz 7: Marketing Research